If you've ever wondered how the convoluted world of a company like Microsoft works, then this month's issue of Wired makes intriguing reading. It contains an interesting exhortation to "get naked and rule the world": how "radical transparency" is helping companies get touchy-feely with Joe Bloggs.
The saga has taken an interesting turn, however, with the publication of a PR briefing document which was (apparently) mistakenly sent to journalist Fred Vogelstein, who wrote a piece on Microsoft's blogging strategy.
The 13 page opus details how PR executives were trying to control and cajole Vogelstein (who says the document made him feel "downright peculiar"), and how they'd tried to restrict the outcomes. Wired boss Chris Anderson has his say, and then PR honcho Fred Shaw responds by ignoring the fact that this document leaked by mistake.
What does it tell us? Not a lot really - PR tries its best to prepare for journalists, and agendas aren't always crystal clear. It does mean that Wired and Microsoft come in for some criticism from Nick Denton at Valleywag (who calls Wired "transparently compliant").
I touch on this too because transparency is important to us here at the Guardian. This week staff have had a series of meetings with editor Alan Rusbridger about our digital future - blogged by media maven Roy Greenslade. Our main editorial meetings are open to all (I've taken my mother-in-law along) and we also run audits to find out whether we're doing as we say on ethical issues. The Guardian, of course, is a long way off Microsoft's 71,000 employees.
But ultimately it does all bring into question whether any of the 4,500 bloggers inside Microsoft, are really part of an attempt to be open about certain things. Is it just a new take on spin and PR? Is it aimed at public critics, or at boosting morale internally?
Ultimately, is it "radical transparency"?
I don't know, but it does show how much effort goes in at a corporate and PR level to attempt to understand and manipulate what we know about companies like Microsoft.
